Truth Initiative

annual report

Annual report

Truth Initiative is dedicated to achieving a culture where young people reject smoking, vaping and nicotine. I loved telling about a year they had of growth and achievement.

2013 was a year of renewal for truth®, Legacy’s signature youth smoking prevention program.  This new campaign continued truth’s 14-year history of speaking to America’s youth in their own language, arming them with the facts about smoking, and exposing the marketing tactics of Big Tobacco.  

The truth campaign returned to television with a bold and original series of ads focusing on some of the ugly facts around tobacco use and tobacco industry marketing tactics.   The TV spots were augmented by a host of new digital and interactive elements, allowing teens to participate in the campaign and spread the truth to their friends. And another summer of extensive grassroots touring allowed teens and young people from all over the country to see truth live and up close. 

This frank talk is how the campaign has kept hundreds of thousands of teens from starting to smoke and saved our nation more than $5 billion in health care costs. So, continuing in 2014, Legacy is committing new and significant investments to this award-winning public education program.  A refocus on paid advertising will allow truth to reach even more young Americans with its life-saving message.